External Agency Brief Marketing Communications

CampaignERDF and young people

Our visionEvery young person should have the chance to succeed.

Our missionTo help disadvantaged young people in the UK to change their lives and get into work, education or training.

Our successThree in four young people supported by The Prince’s Trust move into work, education or training. The Prince of Wales’s charity has helped more than 700,000 young people since 1976 and supports 100 more each day.

About The Prince’s Trust

What we doHelp disadvantaged young people aged 13 to 30 who are unemployed, struggling at school or at risk of exclusion, including:

• in or leaving care• facing homelessness• mental health problems• have been in trouble with law• from workless households• carer • disabled

About The Prince’s Trust

We run eight programmes, all over the country, that all address specific needs of the young people who come to us. For this brief, we are focusing on just on our Enterprise programme, which helps unemployed young people start-up in business

We have received public sector funding from the European Regional Development Fund to deliver an Enterprise project during 2013/14 and 2014/15 ‘Sustainable Enterprise with The Prince’s Trust’ will raise awareness and secure participation of 2600 NEET young people onto our Enterprise Programme in 12 targeted Local Authority Districts

The money has allowed us to add more elements to our national offer, tailored specifically to this audience

Our reputation is at stake so we need to deliver against targets

This is a very hard-to-reach audience and we have been given very specific geographical areas to focus on

Why we are briefing you

This document provides you with detailed information to support our brief to you which is to:

Deliver an integrated marketing strategy, creative concept and marketing executions, that generates:

5200 enquiries from NEET young people in defined areas within the East Midlands each year.

This is so we can meet our contract requirements of securing 1300 young people a year on the Explore Enterprise programme

as there is a 50% drop out rate at each stage.

Achieving these KPIs will enable us to meet the targets set out by the European Regional Development Fund contract

Our challenge to you – in a nutshell

Nationally, since 1983 we have helped to set up over 80,000businesses

Last year, 6,038 young people joined the Enterprise programme nationally and 850 joined in the East Midlands

About the Enterprise programmeYoung people

Last year 850 young people went on Explore Enterprise 4 day workshop – we need a 35% uplift this year (1300) and in 2014/15

The campaign needs to generate 5200 programme enquiries each year in order to secure 1300 young people on Explore Enterprise in 2013/14 and 1300 in 2014/15. This is due to a 50% drop out rate.

If we miss our target this year, it rolls to next year’s target

So far, since April 2013, we have recruited 188 young people (165 from ERDF areas). This has been done mainly through direct outreach.

Programme participation Young people

5200 enquiries – the maths

EnquiryBy

telephone or through the

website

We need to attract 5200

enquiries each year as there is 50% drop out rate

Information/

inspiration

SessionOne hour session

to discuss the process

We need to attract 2600

young people as there is a 50% drop out rate

Explore Enterprise

Four day

in-depth course to understand

what is involved in a business

start-up

We need 1300 in 2013/14 to go on this course

165 so far from ERDF areas

EnterpriseStart your own

business

We need 325 young people to remain on the

programme and set up a

business

Young people

These 5200 enquiries need to come from young people resident within the boundary of one of the following 12 Local Authority Districts:

• Ashfield • Boston • Derby City• Lincoln City• Bassetlaw • Chesterfield • East Lindsey • Mansfield • Bolsover• Corby • Leicester City • Nottingham City

5200 young people must come from these areasYoung people

What we are offering these young people (Specific to ERDF contract – not national)

Grants of up to £1500 per to help with business

start up costs (namely marketing, equipment,

insurances and raw materials).

Range of discounted and free support

offers for three years

Test Trade Marketing Grant of up to £250

to test their business idea

Specialist mentor (if needed)

One-to-one business planning support with

a Trust start-up expert to develop a

business plan

Four Day ‘How to start your own

business’ Training Course (even if you don’t go any further)

BIS loan averaging £2500 to spend on non-ERDF eligible items e.g. vehicles,

training, stock

1-2-1 coaching support to help

business whilst in early stages of

trading

Growth Grant funding – up to

£3000 to purchase items that will help

grow or expand business

Access to free seminars and

networking events run monthly

If you decide Enterprise is not for you, we offer Springboard sessions that aim to keep young people engaged and

help them find what they do want to do

Young people

As programmes run locally, NEETs are recruited locally using a number of tried and tested methods:

1. Push – includes putting up posters in local community areas, placing programme specific information on The Prince’s Trust website, Referral Executives and Job Ambassadors undertaking community outreach work, telling local referral partners about our programme and providing printed materials for POS

2. Pull – fielding general enquiries to our national helpline and allocating by geography to nearest programme (enquiries generated by word of mouth, local press editorial, job centre or referral agencies)

Generally, there is not the national resource to support local recruitment so niche marketing communications

activity from our head office is limited

How we usually recruitYoung people

We are looking for you to deliver:

A well-considered, targeted marcomms strategy that enables us to deliver on contract objective. This strategy will be executed by a dedicated account team.

An overarching visual identity that is attractive to the audience (must reference ERDF in design)

Central key messages to make the offer marketable

A well-researched media/execution plan with timings (if media buying is required, we can manage this through our pro-bono agency, Msix if you prefer). We also have strong links with certain media owners. Creative execution for different formats suggested in the media plan (must include at least one printed piece of marketing literature for youth outreach team to use)

Your brief – the detail

All liaison with editorial media will be delivered by The Prince’s Trust Press Team, working on the plan provided by the agency and with guidance from the agency. Press releases may be drafted by agency however.

All social media activity needs to be delivered/signed off by The Prince’s Trust digital marketing team

This is due to reputational risk of third party agencies communicating directly with the public on our behalf.

Please note

Appendix 1.Resource we have available to support this project

Regional Programme Resource

EnquiryInformation

SessionExplore

EnterpriseEnterprise

Five referral executives Drive up numbers for programme and

deal with enquiries and info sessions Taking IS in community centres and places where young people congregate Outreach in hard to reach areas to

drive up numbers

Enterprise Executives 121 business planning support to clients from EE to start up.

Business Coaches121 coaching support in early stages of

trading

items e.g. vehicles, training, stock

Two Enterprise Programme ManagersOversee all programme activity in the region

Volunteers teamProvide ‘springboard’ workshops to those clients who do not wish to pursue Enterprise. 

Volunteer mentors then support clients on a one to one basis to achieve their action plan and help young people get into a positive outcome.

Volunteer Executives oversee the reporting system that mentors send in to monitor clients’ progress.

National Marcomms Resource

Head Office

Head of Marketing Partnerships –

works with media owners and

agencies

Regional press officer –generates editorial publicity

Head of Marketing – responsible for

brand, design and production

Digital marketing officer – responsible

for social media, website

Appendix 2.

Background information about NEETS

About NEETS

In May 2013, 1.09 million 16 to 24 year olds were NEET —that’s 15% of all young people in the UK.

ONS figures show that there has been a rise in the number of female NEETs, who now outnumber males by more than 100,000.

Young people

The characteristics of young people who are categorised as NEET are diverse although we know that they are more likely to:

• Come from a workless household• Be disabled• Come from an immigration background• Live in a remote area or urban area with high

deprivation• Have parents who are divorced• Be a carer for someone else• Be nocturnal• Suffer homelessness or be at risk of it• Suffer from mental health or drug issues• Have peer and family pressures • Have a low household income

There are multiple reasons why a young person might be NEET

Young people

Our target market - NEETs

26

On our programmes, these were the key categoriesYoung people

2011 programme data

Challenges faced by young people on Prince’s Trust programmes are dominated by education, relationships, history of offending and household unemployment (figures 2011)

22

Our target market - NEETs

What we know about our NEETS on the programmeThey mainly hear about us through personal references, through search engines or referral agencies (anecdotal evidence) They don’t buy newspapers but do read free ones (focus group) They use social media regularly – particularly Facebook and Twitter (anecdotal evidence) They like to be contacted by direct mail, posters in local areas, social media and social media advertising (focus group) They think we could reach them through: o Shopping centreso On the Streeto Job Centreo Flyerso Sure Starto Colleges

(Focus group)

Young people

What media do NEETS specifically consume?

Indexed data from TGI

Cinema

Television

Internet

Radio

Outdoor M

edia

Mag

azines

Newspap

ers

0

50

100

150

200

250

15-24NEET 15-24

GB TGI 2012 Q2 (January 2011 - December 2011)(Pop) – Copyright Kantar Media UK Ltd 2012 20,000 surveyed -results indexed

NEET young people are more likely to consume the following media than the rest of the population

Smash

Hits Kiss

The BoxM

agic

4 Music

Disney X

D

Cartoon Netw

orkQuest E4

More 4

Kerrang

Eurosp

ortBBC3

Sky 2

Animal

Planet

Foreign

Langu

age

ITV2 5*

Disney C

hannel

Dmax0

100

200

300

400

500

600

700

800

900

1000

NEET young people are more likely to watch these television stations than the rest of the general population

1. Top of the Pops Magazine 8782. Company 5793. NME 5464. Reveal 5315. Soaplife 5136. New! 4847. More! 4828. Closer 4819. Zoo 45910. Love it! 44111. F1 Racing 42513. Vogue 37914. EVO 367

NEET young people are more likely to read the following titles than the rest of the population

15. Empire 36016. OK! 35417. FHM 35418. Kerrang 38119. Star 33620. Now! 31321. Nuts 30222. Top Gear 27323. Asos.com magazine 26624. Look 26625. Cosmopolitan 22926. All about soap 21727. Pick me up 21028. Heat 18329. Real People 17730. The Independent 14431. Daily Star 139

NEET young people are more likely to listen to the following stations than the rest of the general public

1. Magic Liverpool 5852. Capital Scotland 5043. Capital Birmingham 4544. Kiss 101 3275. BRMB (Birmingham) – 3246. Signal One 2917. Kiss 100 2748. Capital North East 2669. Bauer Passion Network 26410. Capital Yorkshire 26011. Real Radio Wales 24712. Capital Network 23813. Lincs FM 23214. TFM – 23115. Kerrang 21916. Capital East Midlands 20317. Heart West Midlands 18918. Capital Manchester 18420. Clyde 1 FM 183

21.Kiss 105-108 18022. Capital London 17423. Heart Home Counties 16124. Heart Kent 15825. Beacon FM 15826. Heart North West and Wales 15427. Real Radio North West 13028. Choice FM 14929. Wave 105.2 14130. Capital South Coast 14131. Heart London 13432. Heart East Anglia 12733. Jazz FM 127